Marketing Commons^™

Building A Music Festival: Understanding Media Industry Lore, Madeline Edgmon

UNLV Theses, Dissertations, Professional Papers, and Capstones

Music festivals have become culturally salient within the new age of consumer participatory culture. Festivals fundamentally warrant a rite of passage by providing consumers a unique, all-encompassing experience. This critical media industry study examines the music festival industry and its’ usage of lore as industry held logics based off of perceptions of consumer wants and desires that calcify within the industry (Havens and Lotz, 2012). I contend three substantial and emergent lore in the music festival industry identified include millennials, experience economy, and prosumer culture. In addition, this thesis explores industry lore as various textual representations across social and physical …

"Can I Work With Your Group?" Assessing Preferences Among The Washington University In St. Louis Undergraduate Community Towards International Students In Classroom Group Formation, Marisa Ippolito, Aneesha Bandarpalle, Hank Michalski

Senior Honors Papers / Undergraduate Theses

Group formation is an integral component of the contemporary higher education experience. This begs the question of how students form groups: which aspects are most important, and what determines people’s preferences for group members. Specific incidents have indicated that some students, particularly international students, are not sure if they will be welcome when asking to join a class group. In this study, undergraduate business students were surveyed to understand their preferences when selecting group members, using conjoint analysis to analyze the results. Overall, (i) results show that the most important factor for people’s preferences is if a potential group member …

The Effect Of Rating Dispersion On Purchase Of Experience Goods Based On The Korean Movie Box Office Data, Lian Chen, Kang Jun Choi, Jae Young Lee

Asia Marketing Journal

Online platforms often provide rating information to customers to relieve the uncertainty they encounter when purchasing experience goods. Prior research has focused mostly on the roles of rating volume and the valence of an average rating among the various possibilities. However, less frequently investigated is the effect of rating dispersion, which may be associated with uncertainty regarding how well a product fits a customer’s personal preference, on new trials of experience goods. In this study, we examine the effect of rating dispersion on new trials of experience goods and identify the conditions which intensify or reduce the effect. Empirical analyses …

Genesis Standing Alone As A Luxury Sedan Brand In The U.S. Market, Hyerin Ryu, Sunkyu Jun

Asia Marketing Journal

A decade has passed since the first generation of Genesis was launched in the U.S. with the plaque of Hyundai-Genesis. Genesis Motors was separated from Hyundai Motor in 2015, and has struggled to have the Genesis stand alone in the competitive U.S. luxury sedan market. The present case study aims to find challenges facing the Genesis, which Hyundai has positioned as a luxury sedan competing against conventional luxury brands such as BMW, Mercedes-Benz, and Lexus; evaluate Genesis Motors’ strategic response to meet these challenges; and explore an alternative positioning strategy. Specifically, the present case study addresses barriers against the Genesis’ …

The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park

Asia Marketing Journal

A great deal of research has explored individuals’ attempts to simplify choices by constructing a consideration set. This research aims to investigate which construction strategy, either inclusion or exclusion, is more likely to be adopted and how the adoption of a particular construction strategy can affect consideration set size while identifying the moderating role of chronic indecisiveness in the construction process. The findings of Study 1 indicate that individuals are more likely to adopt an inclusion strategy to reduce a consideration set to a more manageable size, and that an exclusion strategy results in a larger consideration set. In Study …

The Effects Of Variety And Visual Cue On Perceived Quantity And Consumer Attitude Toward Participation Into Sales Promotion Events, Changhyun Lee, Youngchan Kim

Asia Marketing Journal

Most studies on how people perceive a given quantity of items were conducted with visual cues exclusively and only offered spatial area based explanations, such as spatial estimation and perceptual grouping theories. This article establishes how people perceive a given quantity when only a written description is provided without any visual cues. Across two studies we show that variety decreases perceived quantity when a variety cue is given, while variety increases perceived quantity when a visual cue is not given. This is because people tend to rely heavily on spatial areas when a visual cue is present and because people …

Submission Information Etc.

Asia Marketing Journal

No abstract provided.

Asia Marketing Journal Vol. 21 No. 1 목차

Asia Marketing Journal

No abstract provided.

Social Identity And Regulatory Focus, Sangwoo Park, Dakyeong Heo, Dongwoo Shin

Asia Marketing Journal

To investigate the interplay between individual and collective self-regulations, the authors propose a dialectic process that describes the changes in the locus of self-regulations between individual self and collective self. The results from three studies display a strong support for the two sets of hypotheses drawn from the proposed process. Our findings demonstrate that consumers can move the locus of self-regulation from individual-self to collective-self when a social identity is activated (preliminary study and study1). Further examination of regulatory swing between individual and collective regulatory orientations revealed group identification as a key variable in determining the locus of self-regulation (study2). …

Marketing U: Preparing Students To Succeed In The Job Search Process, Emily Guyon

Honors Program Theses and Projects

Despite the extensive careers services programs offered at secondary education institutions across the United States, students continue to underutilize the programs offered for career preparedness. The purpose of this research was to investigate what skills students were interested in learning more about related to the job search process and how they preferred to receive such information. It also examined if the graduate students in the Ricciardi College of Business at Bridgewater State University utilized Career Services, what resources they were interested in learning more about, and how they preferred these resources to be offered. The findings were consistent with previous …

The Bride, Millennial Identity, And Instagram: A Case Study Of Hillsong Australia’S Instagram Account, Jessica Delp

Senior Honors Theses

Identity has become an incessant focus for millennials. They ascribe ever-growing significance to identity anchored in an accepting community that elevates their perception. Subsequently, identity is increasingly significant for brand and consumer relationships. Successful brands understand this and incorporate a pervasive sense of their unique identity into their brand, visually and otherwise. This case study of Hillsong Church hopes to help churches understand the importance of visuals in communicating identity. Hillsong Australia’s Instagram is examined using the Saussure model of visual semiotic theory to understand how they present their church identity in relation to millennial identity. The two most dominant …

Evaluating The Undergraduate Marketing Curriculum: Utilizing A Swot-Based Approach To Identify And Incorporate Meaningful Digital Skills, Concepts, & Competencies, Kayla Noel Sapkota

Theses and Dissertations

Marketing professionals commonly use technology for communications, advertising, and data collection and analysis. Entry-level marketers who can harness the power of digital tools will be favorably situated to meet the challenges of today’s digitally-based world of work. This qualitative study investigated the undergraduate marketing curriculum with a focus on preparing students for careers in digital marketing. The two, main research questions are as follows: (1) how well are colleges and universities preparing students for technology-based marketing jobs upon graduation, and (2) what knowledge/skills do employers seek when hiring employees for technology based marketing jobs? Data were collected from four sources, …

Marketing Plan For The Foundation Scholarship Program, Marissa Chupp

Honors Theses

The Foundation Scholarship is a full-tuition scholarship for incoming freshman who meet the scholarship’s criteria at Western Michigan University (WMU). Along with the scholarship funds, the Foundation Scholar program aids students by providing a solid community of peers and mentors. Since the program’s debut in 2015, there has been no marketing plan set in place. This thesis is devoted to the creation of a marketing plan that can be used as a guideline to promote the Foundation Scholarship. The goal of this marketing plan is to persuade donors to give to the program and incoming WMU students to apply for …

Western Michigan University Stallions Club Hockey Business Plan, Zachary Roberts

Honors Theses

This project discusses the different areas in which the Western Michigan University Stallions hockey club can improve their organizational structure. Being a part of the club from 2015 – 2019, I saw the tremendous amount of growth that the club had throughout Western Michigan University and the hockey world, but also understood that there was much room for improvement. By addressing these issues and offering solutions of improvement, the club will have a strategic direction to move forward with and implement.

The objectives of this plan are: (1) improving internal operations (2) increase involvement with the Kalamazoo community (3) increase …

Performance Of Hispanic-Owned Businesses In Nacogdoches, Texas, Francia Y. Olivares Briseno

Undergraduate Research Conference

Hypothesis

"The Hispanic business owners have an increasing potential to become big businesses in the East Texas town because of the growth of the Hispanic population in town"

Sfa Student Involvement In Religion And Spirituality, Jannah Wright

Undergraduate Research Conference

Understanding how others interact with religion and spirituality in both broad and narrow terms can aid in successfully reaching a captive audience. Here, information regarding relationships with religion and spirituality will be reported to understand trends in spiritual involvement among SFA students. The latter of these two is a potentially useful resource for campus spiritual organizations looking to understand and expand their current audience and increase service attendance.

Book Review: Seeds Of Greatness By Denis Waitley, Jennifer Maynard

Marriott Student Review

Book review of Seeds of Greatness by Denis Waitley, personal anecdotes and summaries of research on the secrets to success in life and in the business world.

An Arm And A Leg: Medtech Perspectives On Human-Centered Design, Evan D. Poff

Marriott Student Review

The art of human-centered design accounts for both technological and emotional specifications in order to deliver meaningful products that meet the specific needs of the individual customer. Every business professional can deepen his or her understanding of human-centered design – regardless of our industry of choice – by looking to perspectives that the business of medical technology offers. To that end, this article draws upon interviews with three figures in this remarkable field, distilling their insights on how to cultivate businesses that produce human-centered solutions.

Gilliam Candy Company - Paducah, Kentucky (Sc 3387), Manuscripts & Folklife Archives

Manuscript Collection Finding Aids

Finding aid and scans (Click on "Additional Files" below) for Manuscripts Small Collection 3387. Letters of Cleve Gilliam of the Gilliam Candy Company, “Manufacturers of ‘Blue Grass’ Brand Candies,” Paducah, Kentucky, to Edwin Larrance, Indianapolis, Indiana, whose health problems are inhibiting his work as the company’s Indiana sales representative. Gilliam complains of the decline in business and of the further difficulty of maintaining profits while supplying free sample boxes of candy. The final letter praises Larrance but terminates the company’s arrangement with him.

Profanity In Language In The Sales Setting: Sales Meeting Vs. Customer Interactions, Nicholas Prechel, Claudia Lopez Perez

Student Scholar Showcase

No abstract provided.